Exportplan deel 2

Potential buyer’s analysis

The geographical spread of the target group is bound to the size of the cities, as the import is high per capita. This has to do with the companies where coffee is offered for free, the supermarkets which import large quotas, and families (single and multiple-households) who buy from the stores situated in the cities

These cities (top 5) are:

England:
1 – London, 8.979 million population
2 – Manchester, 2.362 million population
3 – Birmingham, 2.362 million population
4 – Leeds, 1.616 million population
5 – Glasgow, 1.195 million population

France:
1 – Paris, 2.4 million population
2 – Marseille, 850 thousand population
3 – Lyon, 484 thousand population
4 – Toulouse, 441 thousand population
5 – Nice, 343 thousand population

Market size and growth
The market size in both countries takes a big part in the hot drinks market category.
The hot drinks market category in France contains 4.2 billion dollars, of which 3.1 billion dollar is the coffee category. This is 74.3% of the hot drinks market.
The same numbers are accounted for the United Kingdom, where the hot drinks market contains 2.8 billion dollars. The coffee market contains 1.4 billion dollar, which is exactly 50% of the hot drink market. Category United Kingdom | 2012 | | | Coffee | 1.4 | 50.0% | | Tea | 1.1 | 38.9% | | Other hot drinks | 0.3 | 11.1% | | Total | 2.8 | 100% | | Category France | 2012 | | | Coffee | 3.1 | 74.3% | | Tea | 0.7 | 16.1% | | Other hot drinks | 0.4 | 9.6% | | Total | 4.2 | 100% | |

The growth of the market increases in both countries. The market in the United Kingdom has a growth expectancy (back in 2012) of 5.1% over the course of five years, until 2017. This results in an expected growth of 2.55%